Contributed by Mara Gourd-Mercado of Québec-based lg2boutique.
On the occasion of its 25th anniversary in 2013, the Musée de la civilisation de Québec (MCQ) wished to review its brand identity and that of its museum network, which includes Musée de l’Amérique francophone, Musée de la place Royale, Maison historique Chevalier, and Centre national de conservation et d’études des collections. The MCQ entrusted lg2boutique with this mandate.
The goal was to develop a brand platform that allowed the five sites to speak with one voice, but to also individually preserve the roots of their respective identities. The platform also had to reflect the distinctive cultural mission they shared of showcasing the common elements of the human experience through collections, innovative exhibitions and educational activities.
This was not about wiping the slate clean — with the Musée now a quarter-century old, our task was to revitalize and build on its existing visual heritage, not overwrite it.
A simplified, vibrant and unifying visual identity was designed based on MCQ’s initial logo and a colour code for each network site.
This identity applies to stationery, indoor and outdoor signage, and printed material (media kits, newspaper ads and posters). The flexibility of the new brand platform ensures it can also be used for advertising.
Client: Musée de la civilisation de Québec
Creative team: Sonia Delisle, Jacques de Varennes
Strategy: Catherine Darius
Account services: Isabelle Miville, Alexandra Laverdière
Illustrators: David Boivin, Marc Rivest
Production: Julie Pichette
View more brand identity work on the lg2boutique website.